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Abstract Ideas vs. Tangible Benefits & Results
Humans live in two worlds: The first is a world of concrete experiences in “reality” ‐ the other is a
world of interpretations, feelings and abstractions. When creating marketing, it’s critical that you meet
people in the “common space” of the concrete, measurable, tangible and experiential. To do this, we
must switch off our abstraction mechanisms, and switch on our concrete experience mechanisms.
Don’t talk about conceptual, abstract ideas like “weight” or “currency” or “signs of aging.” Do talk
about concrete, tangible things like “one pound of fat” or “$5,000 cash” or “wrinkles around your eyes.”